A study by two researchers from Hungary, Monica Coronel and Anna Irimiás, highlights how music plays a vital role in destination promotional videos, shaping both how viewers think and feel. Beyond simply capturing attention or creating atmosphere, music reflects a destination’s identity, evokes emotion, and connects with specific audiences on a deeper, cultural level.
These findings inspired me to explore Vietnamese advertising music, particularly in understanding how its musical structure contributes to the emotional and cultural impact of advertisements. In this portfolio, I will investigate the musical characteristics and structural elements commonly found in Vietnamese advertising music. My central research question is:
“What are the musical styles and structural features of Vietnamese advertising music?”
To represent Vietnamese advertising music, I selected two tracks suitable for advertising videos showcasing Vietnamese culture and nature. After experimenting with generative AI tools, I opted for royalty-free tracks from Pixabay and SoundCloud. I used keywords such as “Vietnam,” “folk instruments,” “adventurous music,” and “travel” on both platforms, and filtered for “bright” mood and “cinematic music” theme on Pixabay. I chose these tracks as they feature Vietnamese folk instruments — a key focus — and include a strong bass, which I think would enhance engagement and evoke emotions in listeners, aligning well with the commercial and storytelling purposes of advertising videos.
Here are my two tracks: